In 2016, Crate and Barrel knew it wanted to enhance its omnichannel experience by expanding its registry app into shopping. With average consumers spending three hours a day on their mobile devices and 51% of purchases being made in-app, the retailer knew it had a real opportunity to expand the breadth of how the app could support more customers.
While every digital channel is important, app shoppers typically makeup the top 10% of a retailer's customer base but account for 50% of overall revenue.
"A mobile app is a channel that's extremely important and needs to be nurtured," says Elizabeth Binkley, Crate and Barrel's Product Manager of Mobile Apps. "The user that's going to download the app is not the same as your general customer. Part of the goal of the app is to serve their loyalist needs and make them feel special."
Learn how Crate and Barrel relaunched a commerce-enabled mobile app that increased downloads by 137% and has a 4.8 star rating.